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All Journal J-SAKTI (Jurnal Sains Komputer dan Informatika) Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Journal of Humanities and Social Studies International Journal of Economics Development Research (IJEDR) Jurnal Tunas Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Pengabdian Masyarakat Inovasi Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Journal of Artificial Intelligence and Digital Business Eastasouth Journal of Effective Community Services Sanskara Manajemen dan Bisnis Priviet Social Sciences Journal Jurnal Pengabdian Pada Masyarakat METHABDI West Science Business and Management West Science Journal Economic and Entrepreneurship Jurnal Ekonomi dan Kewirausahaan West Science PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Sinaga, Hommy Dorthy Ellyany
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Physics Public Health Social Sciences Other

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Fostering Environmentally Conscious Purchasing Through Ecological Promotion: How Gender and Ecological Awareness Play a Role at Pizza Hut: Mendorong Konsumsi Berkelanjutan Melalui Green Marketing: Pengaruh Gender dan Pengetahuan Lingkungan di Pizza Hut Steven; Sinaga, Hommy Dorthy Ellyany
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.341

Abstract

The purpose of this research was to ascertain the connection between sex and their awareness of ecological issues in relation to purchasing decisions that promote sustainability, as well as the employment of environmentally friendly marketing strategies. In addition, this research endeavors to discover if ecological marketing can regulate the effects of both gender and ecological awareness on the encouragement of sustainable purchasing habits. One hundred participants were chosen for the study, all of whom had bought items from the Gajah Mada Medan branch of Pizza Hut while the study was being conducted; the exact number of respondents was not known. Purposive sampling was the method utilized in the selection of the sample. The findings of the study demonstrated that there was a substantial and favorable association between one's gender and their acceptance of green marketing strategies; that there was a considerable and favorable association between one's ecological awareness and their acceptance of green marketing strategies; that there was a substantial and favorable association between one's gender and their adoption of sustainable consumption habits; that one's ecological awareness had no bearing on their adoption of sustainable consumption habits; that there was a substantial and favorable association between the use of green marketing and the promotion of sustainable consumption; that green marketing was able to act as a mediator in the connection between one's gender and their engagement in sustainable consumption; and that green marketing was unable to act as a mediator in the connection between one's ecological awareness and their engagement in sustainable consumption.
Building Customer Loyalty in the Digital Economy Era: The Role of CRM Innovation and Promotional Strategies at Smarco Superstore Ring Road City Walks Medan: Membangun Loyalitas Pelanggan di Era Ekonomi Digital: Peran Inovasi CRM dan Strategi Promosi di Smarco Superstore Ring Road City Walks Medan Manurung, Bernadetha; Sinaga, Hommy Dorthy Ellyany
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.356

Abstract

This study examines the impact of Customer Relationship Management (CRM) and sales promotion on customer loyalty at Smarco Superstore Ring Road City Walks Medan. The research is grounded in the challenges of modern retail competition with the rise of e-commerce and the shift in consumer behavior toward digitalization, which highlight the need for effective CRM and promotional strategies. A quantitative survey method was applied, using primary data collected from 96 purposively selected respondents through a Likert-scale questionnaire. Data were analyzed using multiple linear regression, along with validity and reliability tests, classical assumption testing, t-test, F-test, and coefficient of determination. Results show that CRM has a positive but insignificant partial effect on loyalty, while sales promotion has a positive and significant partial effect. Together, CRM and sales promotion significantly influence loyalty with a contribution of 40.7%, leaving the remainder to other factors. The findings highlight the importance of consistent sales promotion and optimized CRM to enhance sustainable customer loyalty.
Local Raw Materials and Food Quality in Shaping Local Economic Linkages: The Mediating Role of Consumer Satisfaction Sinaga, Hommy Dorthy Ellyany; Loo, Petrus; Purba, Rahmad Dianta; Yusoff, Asliza
EKUILIBRIUM : JURNAL ILMIAH BIDANG ILMU EKONOMI Vol 21 No 1 (2026): March
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ekuilibrium.v21i1.2026.pp52-71

Abstract

This study investigates the role of local raw materials in improving food quality and shaping local economic linkages, using the Yoku Yatta restaurant in Medan as a case study. Based on a survey of 140 consumers and analyzed using a quantitative SEM-PLS approach, the research examines the relationships between local raw material quality, food quality, consumer satisfaction, and the local economic linkages impact. The results indicate that the use of local raw materials significantly enhances food quality and contributes to strengthening local economic linkages through supply-side interactions. Food quality is a key driver of consumer satisfaction; however, its effect on economic linkages is fully mediated by consumer satisfaction. Instead, its influence is transmitted indirectly through consumer satisfaction, which serves as a crucial mediating mechanism. This finding highlights the study’s primary theoretical contribution by demonstrating the importance of consumer satisfaction as a mechanism connecting product quality and local economic benefits. These results reflect recent trends in the Indonesian culinary sector, where consumer awareness of sustainability and local sourcing is increasing. Preliminary evidence from the Yoku Yatta consumer survey shows that local ingredient use not only enhances perceived quality but also helps build a positive restaurant image. The managerial implications emphasize the need to strengthen local supply chains, improving value-added communication strategies regarding local sourcing, and promote menu innovation based on local raw materials.
Co-Authors - Afrizal . Syamsulbahri A., Chevy Herli Sumerli Aat Ruchiat Nugraha Abd.Rashid, Muhammad Hafiz Abda Abda Afiani, Ayu Ali muhajir, Ali Andi Harmoko Arifin andriyani, suci Arridha Zikra Syah Asep Supriyadi Asniar, Nunut Batjo, Siti Nurjana Batjo, Sitti Nurjana Degdo Suprayitno Edwin Sugesti Nasution Fauzi, Rizal Ula Ananta Feliks Anggia Binsar Kristian Panjaitan Giang, Phan Bao Gultom, Pesta Harahap, Subur Hendrian Hendrian, Hendrian Herlambang, Albert Irawati, Novica Januari, Amanda Putri Johnny Chandra Judijanto, Loso Kanchawongpaisan, Sipnarong Karo-karo, Alex P. khusnul khotimah Lazuardi, Dedy M, Desma Erica Maryati Manik, Desma Erica Maryati Manurung, Bernadetha Marwan Marwan Maryati Manik, Desma Erica Muhamad Ridhayantho, Muhamad Nainggolan, Elisabeth Nasution, Lisa Elianti Novi Darmayanti Petrus Loo Prananingrum, Dwi Kartika Rahmad Dianta Purba Redjeki, Finny Roseline Roseline Santosa, Tomi Apra Sebayang, Yulvitriyani Br Setiawan, Zunan Setyorini, Dian Siagian, Yessica Sri Rezeki Steven Tiofanny, Claudie Triadi, Defri Utami, Eva Yuniarti Varelie, Crystalin Wangsa, Fendy Waty, Venny Wibaselppa, Anggawidia Widalicin Januarty Wijaya, Michael Kurniawan Wulandari, Andi Sri Rezky Yatimin Yatimin Yusoff, Asliza